The National Lottery’s 25th Birthday


The National Lottery’s 25th Birthday, freuds / The National Lottery
In 2019 The National Lottery Promotions Unit brought freuds on board to help them celebrate its 25th Birthday with everybody in the U.K. and bring to light the £40 billion that National Lottery players have raised for good causes over the years.

The story of the past 25 years isn’t just about The National Lottery (TNL), but all the lives touched over the years. To be true to it, we had to highlight stories from across the country that showcase possibilities – the transformative effect TNL has had on players lives; passions – the impact of TNL on the causes we care about; and pride – the way in which TNL embodies the characteristics that make us proud to be from the U.K.

To do justice to TNL’s long history of transformative charitable giving, we created 25x25 – 25 days of exceptional campaign moments in the lead up to the birthday milestone, each linked to the national moments and social contributions TNL enables. The moments took place across the U.K., bringing the spirit of TNL to communities, ranging from London to the Welsh town of Llanelli, the 2021 City Of Culture, Coventry, to coastal Cornwall.

The result was an extended series of celebratory moments that dominated social media, earned thousands of pieces of coverage and gained the high-profile support of over 70 celebrities.